The Right and Wrong Way to Perform SEO

Outliant Editorial Team
June 18, 2023
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As businesses continue to leverage digital initiatives to reach their audience, the importance of Search Engine Optimization (SEO) cannot be overstated. SEO is changing how businesses are approaching online marketing, with the increasing need for visibility and generating more organic traffic. Whether as a startup or an enterprise business, SEO can make or break a company's digital strategy and define the relevance of their online presence. 

While there are many approaches to implementing an SEO strategy, there are also right and wrong ways to go about doing so; understanding best practices can make the difference between a successful online presence and a failed one. Here we’ll break down the best tips for implementing an SEO strategy and pitfalls to avoid. 

How to Practice SEO Like a Pro 

As search engine algorithms continue to evolve, keeping up with the best practices for SEO is the most effective way for businesses to improve rankings and drive more traffic, leads, and revenue.

Focus on quality content

The foundation for good SEO strategy is high-quality, engaging content. By providing valuable information that addresses user questions and needs, you’re more likely to attract and retain visitors. To do this, segment your target audience and create content tailored specifically to your audience. This will position your website as a trusted source of information, naturally improving its rank on search engines. 

Conduct keyword research

Keywords are specific terms your audience uses when they search for content relating to your product, and identifying the right keywords and phrases is essential for effective SEO. By conducting thorough keyword research, you can identify relevant terms to include in your website's content, titles, and meta descriptions. This way, when users search for those terms, your website will appear in the search results. 

Optimize on-page elements

The proper use of on-page elements, like title tags, meta descriptions, and header tags, can help search engines understand your content and its relevance to users. Unique and concise title tags and meta descriptions that accurately represent your content increase the chances of your audience finding you through organic search. Additionally, you can use header tags to break down blog content into easily digestible sections.

Ensure a mobile-friendly experience

With the majority of web traffic coming from mobile devices, it's crucial to ensure that your website is mobile-friendly. Ensure your design can adapt to any mobile technology; a responsive design, fast-loading pages, and easy navigation contribute to a positive user experience and lead to better search engine rankings.

Build high-quality backlinks

Backlinks, or inbound links from other websites, act as "votes of confidence" for your site's credibility. Focus on obtaining high-quality backlinks from reputable sources, as these are valued more highly by search engines. Reach out to influencers, create shareable content, and engage in online communities to build a strong backlink profile.

Mistakes to Avoid when Implementing an SEO Strategy

Just as well-performed SEO can create a successful strategy, implementing SEO the wrong way can negatively affect the success of the campaign. Here are some mistakes to avoid when practicing SEO: 

Keyword stuffing

A common mistake in SEO is keyword stuffing - when companies overuse keywords in an attempt to manipulate search engine rankings. The issue here is two-fold; it can create a poor user experience, as the content becomes redundant and less engaging. Additionally, search engines are now adept at detecting keyword stuffing and penalize websites for this practice.

Duplicate content

The same content on multiple pages of your website and content copied from other sources are both considered duplicate content. Posting duplicate content makes it difficult for search engines to determine which content is most relevant and can also confuse your audience about your brand messaging. As with keyword stuffing, search engines may penalize sites that feature duplicate content, so creating unique, valuable content for your audience is paramount.

Low-quality or spammy backlinks

Having a large number of low-quality or spammy backlinks can do more harm than good. With new technology detecting spam websites, search engines can easily find and penalize sites that engage in manipulative link-building practices. While backlinks are important for SEO, earning high-quality backlinks from reputable sources provides the best value. 


Cloaking is when a website shows one version of a URL, page, or content to the search engines for ranking purposes, while showing another version to its actual visitors. This can take different forms, including implementing hidden text, IP cloaking, or redirecting a user to a different website using the URL for a website with higher search ranking. This deceptive practice is strictly against search engine guidelines and can lead to severe penalties, including the removal of your site from search results. 

Ignoring user experience

A poor user experience can significantly impact your site's performance in search engine rankings. If users find your site difficult to navigate, slow to load, or unappealing, they're more likely to leave quickly, increasing your site's bounce rates and reducing your ranking. Always optimize your website for speed and ensure that features are easy to navigate, images are clear, and content is easy to understand.

SEO is a critical aspect of building a successful online presence. But the key to success with SEO is in the way it’s utilized. Effective SEO focuses on creating quality content, conducting keyword research, optimizing on-page elements, prioritizing user experience, and building high-quality backlinks. As tempting as it might seem to implement practices that involve manipulating search engines, these approaches that go against search engine guidelines will ultimately hurt your business. By adhering to best practices, your website will climb the search engine rankings ethically and sustainably, providing lasting benefits for your online visibility and business growth.

If you’re looking for a team to implement a successful strategy, Outliant is your one-stop software development company to help you master SEO and increase your visibility and growth. To learn more about how Outliant can help your business, book a strategy session with one of our experts today. 

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